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Do TV commercials make you happier?
According to the researchers, it all boils down to a behavioral trait called "adaptation." Basically, adaptation predicts that even positive experiences become less enjoyable over time. Prior studies have shown that the longer people live in an enjoyable place, consume their favorite ice cream, and listen to their favorite song, the intensity of their happiness declines.
Along these lines, the longer viewers continuously consume a television program, the less intensely they enjoy the experience.
I can totally relate to this concept. It's delayed gratification. You have to earn the good television by sitting (or Tivo-ing) through the commercials.
That being said, TV commercials (and especially VCAMs - Viewer Created Ad Messages) can also be entertainment in and of themselves. Our research says that Current TV viewers prefer VCAMs over traditional ads 9 to 1. What do you think?
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